Is Black Dick for Hire Clever Advertising?

Posted on May 17, 2013 by

Recently on my Facebook page I posted this headline from a REAL press release: 

Black Dick for Hire/Private Eye: Black private investigator emerges from the shadows to provide investigative consulting to discerning clientele.

I wanted to know what my friends thought about the headline.  Was it clever, smart, offensive or obscene? Was it the kind of advertising and/or marketing strategy that would make them want to learn more about this individual and his business?  The majority said it grabbed their attention but they also found it to be obscene.  A few people went as far as to say they wouldn’t consider doing business with this particular investigator based on the way he promotes himself.

If you read further into the press release you find that “Black Dick” refers to  Dick Pierre A. McLean, who is a black private eye.  Perhaps he was using a play on names, modeling himself after the comic strip character Dick Tracy.  But when you add the word Black in front of Dick, it gives it an entirely different meaning whether intended or not. 

As a media trainer and someone who helps people self-promote, I do believe how we label (or brand) ourselves will determine how we are perceived by the public (our potential clients and customers). 

Here are some suggestions on how you can shine in a press release headline:

Cut the hype:  Don’t treat your press release like an advertisement for your products and services.

Make sure the headline is accurate:  Don’t try to trick editors into reading your press release by misleading them in your headline. A misleading headline might grab their attention for a moment, but will quickly get tossed if they discover the headline has nothing to do with the overall content in the release.  This will cause you to lose credibility.  

Follow the K.I.S.S. Rule:  Keep it short and simple.  You should be able to say what you want to say on one page.  

Sex does not always sell:  Incorporating sexual innuendos into your press release headline may not be the smartest way to promote yourself or your business if the reference has absolutely nothing to do with the overall content of your release.  

Last but not least, ALWAYS be mindful of how you present yourself.

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Media Critique of Charles Ramsey by Media Trainer Beverly Mahone

Posted on May 13, 2013 by

As a professional media trainer, it is my expert opinion that Charles Ramsey is a great example of how you can shine in the media, and he did so without any professional media training. Whether he intended to or not, Ramsey gained national (and international) attention by doing three things everyone should try to do when being interviewed “on the spot.”

Here’s my video critique

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Your Time to Shine in the New York City Media

Posted on April 28, 2013 by

If you’re a baby boomer woman 50 years old or older and believe it’s your time to shine in the media spotlight with a little makeover, the following message is just for you:

CASTING CALL: MONDAY, APRIL 29 IN NYC:

Major beauty brand looking for female models 50+ models with 70-100% grey/white hair, roots/regrowth may apply) OR that feels their hair color needs more dimension, and is feeling it could be enhanced who live in or willing to travel to NYC and have their hair colored/cut by a celebrity colorist and participate in a TV segment on Tuesday, May 7. Will be compensated!

Contact over50casting@gmail.com or if interested/for more details!

Even if it’s not for you but you know someone who’s ready to step out and shine, please pass it on.

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Market Your Experience with Video

Posted on April 26, 2013 by

In case you didn’t know, YouTube is the number two search engine in the world.  What that means, in essence, is if you are trying to sell or promote anything, video must be a part of your marketing strategy.

As a Media Trainer for the “mature” crowd, I often hear clients express their reluctance to do videos with these kind of excuses:

“I don’t think I would look good on camera.”

“Videos are for young people.”

“I don’t think anyone wants to hear what I have to say.”

“I’m too old to be doing this!

WRONG, WRONG AND WRONG AGAIN!

Video marketing is the most effective way for you to get someone’s attention, and engage them for a substantial period of time.  Unlike an article or blog post, a video allows your potential customer or admirer to see and hear what you have to say.

So how do you go about marketing your experience on video?

Be the Voice Authority:  If you have previous sales, teaching or training experience, you will come across as a natural because you already know how to command attention.  Even if you don’t have it you can learn to develop your vocal tone, pitch and inflection with a good media trainer.

Show off your expertise:  This runs along the same lines as having a voice of authority.  People who are knowledgeable on a particular subject tend to speak with ease.  Their words flow freely without a fear of not knowing what to say next.  Showing off your expertise may require some practice which you can get with a qualified media/speech coach.

Look mature:  There is nothing worst that seeing a 50 or 60-something person trying to look 30 years younger with the way he/she dresses.  Young women may get away with selling their “cleavage” or other assets online but it is distasteful for a woman over 50 (over 40 for that matter) to try to flaunt her aging sex appeal.  The same goes for men who may think it’s hip to wear saggy pants or shirts showing off chest hair in order to get their message across.

Now, there are some exceptions to this rule.  If you are creating a quirky video that calls for some type of unusual dress or costume and it pertins DIRECTLY to what you’re talking about, there is no harm in that.  I actually created a video a few years back called 12 Days of a Menopausal Christmas (http://youtube.com/babyboomerbev ) using props and while it was the most ridiculous video I’ve ever recorded, it’s the video that has generation nearly 10,000 hits (go figure!)

Sound mature:  You don’t have to use ten-dollar words to make your point but having a complete thought with correct grammar is essential in allowing viewers to understand the point(s) you are making in your video.  This coincides with having a voice of authority.

Of course no one starts out being a pro when it comes to doing a video but with proper training from a REAL professional, you will learn how to market your experience in no time.  Want to learn more?  Contact me— Beverrly Mahone—-your media trainer.

In the meantime, check out this video from one of my BAMedia Superstars:

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Video Marketing Tips for Baby Boomers

Posted on April 2, 2013 by

Those of us who are over the age of 50 are often thought of as being behind the times…….traveling in the slow lane…….or simply being out of touch with what’s going on in today’s fast-paced world of technology.  As someone who falls into that age group I have to agree!

Although the statistics reflect the fact that more and more baby boomers are jumping on the social media bandwagon, a good many of us are truly clueless on how to effectively use it beyond the connections of family and friends.

If you’re 50 years old or older and are trying to start a business, sell a book or promote yourself as an expert in a particular field, it is imperative that develop a clear marketing strategy that includes video.  Videos are effective marketing tools and expose you to folks who may not have known anything about you.

Now for those of you who are thinking you don’t have a “video presence”, you should know that you don’t have to be the one on camera, although if you’re trying to promote yourself, it makes no sense to put someone else’s face in your place.

Here are some video marketing tips to help you get started.  What you need:

1)  A digital camera with a tripod.  A tripod is very useful if you’re the talent and the photographer.

2)  A lapel microphone.  This is especially important if you want to record videos outdoors.  Using the microphone on the digital camera isn’t always effective.  Believe me, I’ve done it :)

3)  An idea/theme for your video.  What message do you want to get across BEYOND the fact that you’re trying to sell something.  The quickest way to turn people OFF is to start out by inviting them to buy your product.  They want to know more about you and a video is a great way to introduce yourself.

4)  Some TRAINING!   Find a good media trainer (like myself) who can help you presentation, speech coaching/articulation and help you promote it in the right circles or a video marketing expert like Lou Bartone, a man I respect very much.

In my next post, I’ll talk about how to sell your age and experience in a video.   In the meantime, enjoy this video from a baby boomer woman on the move and making a difference with video (she’s also one of my clients):

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